The smart folks over at Brains on Fire recognize the emergence of the term “movement” in their approach to marketing. They contrast their commitment to “movements” rather than the typical marketing approach of planning “campaigns.” Campaigns, they argue, come across as short-term gimmicks, while movements elevate people, build communities around a common cause, passion, company, brand, organization, etc.
Here’s how they compare movements to campaigns—helpful distinctions that can help us build movements and not clever campaigns.
Campaigns have a beginning and an end.
Movements go on as long as kindred spirits are involved.
Campaigns are part of the war vocabulary (target, launch, dominate markets . . .).
Movements are part of the evangelists vocabulary (evangelize, passion, love…).
Campaigns are dry and emotionally detached.
Movements are organic and rooted in passion.
Campaigns rely on traditional mediums.
Movements rely on word of mouth, where the people are the medium.
Campaigns are part of the creationist theory–
we’re going to create something cool and people will talk about it.
Movements are part of the evolutionist theory—
whatever we co-create with the fans they can own and run with it, which will evolve over time.
Campaigns are talking about yourself.
Movements are others talking about you.
Campaigns are an ON/OFF switch.
Movements are a volume dial—and there’s no zero.
Campaign add to awareness.
Movements add to credibility.
Campaigns are “you vs. us.”
Movements are “let’s do this together.”
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